In the competitive digital marketing landscape, attracting new patients is a challenge for orthodontists. Just because you have a website or a Facebook page does not mean people will book dental appointments. To grab their attention and build trust with them, you need to strengthen your digital marketing strategy.
1. Optimize your Website for Local Searches
According to Google, 76% of online users who search for local businesses visit them within a day. As a local orthodontic business, your goal is to put your website in front of the local audiences.
For example, say you provide cosmetic dentistry in Boca Raton. Therefore, you want to attract patients who live in Boca Raton and are interested in cosmetic dentistry.
Now, there are many ways to optimize your website for local searches.
- Optimize your website pages for local keywords.
Many keyword research tools offer local search insights that may help you. Google’s Suggestions can also help you identify local keywords.
- Do not neglect voice searches.
Many local searchers use voice search to find businesses in their vicinity.
Now, the main difference between keyword-based searches and voice ones lies in practicality.
When typing keywords into the browser, searchers want to save time. They use keywords like “dentistry Boca Raton.” When using their voice, they can communicate with search engines more naturally. They will use phrases such as “dentistry near me that is open right now.”
- Claim your GMB listings.
Google My Business increases the credibility of your business. Once you claim your GMB listing, link it to your website and social networks.
Provide relevant business information, such as its name, address, phone number, photos, maps, etc.
Allow reviews and ratings to build trust with your target audience.
- Register on local directories.
Use third-party local business directories, such as Yellow Pages or Yelp, to promote your business. Keep business data across these platforms consistent.
Image source: Rawpixel.com
2. Start Blogging to Boost Authority
Blogging is a perfect way to position yourself as a leader in the industry.
First, run a blog on your website. That is where you should create and publish industry-specific articles, infographics, case studies, etc. Create content that is engaging, easy to read, and helpful. Share your experiences, support claims with research studies, and provide real-life examples. Avoid complicated industry jargon.
Second, blog outside of your blog. Find reputable magazines, blogs, and research sites in your industry and publish quality content there. That way, you will expand your reach and attract more potential patients to your website.
Once your blog visitors understand how knowledgeable you are, they will be more likely to book a dental appointment.
3. Use Social Networks to Showcase Industry Expertise
Social networks provide you with many opportunities to expand your orthodontic practice’s reach and attract new patients.
For example, Instagram is a highly visual platform. As such, it is perfect for building relationships with patients. Give a sneak peek into your orthodontic business by sharing behind-the-scenes photos and videos. You could also use this platform to share the results of some orthodontic procedures and emphasize how you helped your patients.
Facebook is great for community building. Use this channel to share your expertise by joining relevant groups and helping its members. If someone asks you questions, always provide insightful and actionable tips. You can also use Facebook to listen to your patients and learn about their preferences, needs, and problems.
4. Take Advantage of Online Reviews
Studies show that 95% of people read reviews before they make a purchase. Moreover, 84% of them trust online reviews as much as personal recommendations. For orthodontists, online reputation is everything. It gains patients’ trust and encourages them to choose you over your competitors.
That is why you need to encourage online reviews and ratings. Invite patients to rate your services on Google, Facebook, and business directories. Always be polite and respond to their reviews regularly. Do not ignore or delete negative reviews. Use them to understand your patients and help them.
5. Refurbish your Website
Your site’s overall appeal determines whether they will book an appointment or not. Now, a website should be fast, clutter-free, and responsive. It should look good, irrespective of the device a potential patient uses.
However, to convert a user into a patient, your website should also have:
- The “About” page to emphasize your business’ history, values, and expertise
- The “Our Team” section, where you would list your dentists’ photos and biographies
- The “Services” page
- Satisfied patients’ testimonials, featuring their photos and names
- A live chat option for patients seeking immediate help or feedback
There you have it – five simple yet effective ways to improve your orthodontic practice’s online presence and attract more patients. Sure, remember that there is no uniform digital marketing strategy. Test and tweak these practices according to your specific needs.
Eve Anderson is a marketing specialist turned blogger. Interested in sports and exciting travel destinations. Love to share content that can inform people.